|Cooperative advertising often achieves poor results because all of the stakeholders are moving in their own directon. These chaotic systems lack focus and waste
advertising dollars.||The GWA process results in focus,
efficiency, and continuity that increases
sales and reduces wasted spending.|
brings continuity, focus, and structure to cooperative advertising programs by
unifying the needs of manufacturers, distributors, and dealers. We are able to
get dealers to opt-in to co-op programs even when field staff may have a difficult
time convincing the dealers to commit.
cooperative advertising programs are unique in that we provide advertising
exposure based on the level of dealer participation in a turnkey package.
Based on Contribution
common fear among dealers is that they will be "paying" to advertise for
competing dealers. GWA addresses this concern through a system called equitable
tagging, which means if you contribute more than another dealer, you will
receive more exposure. Both dealers
still benefit from the cooperative advertising; however, the dealer who
contributes more benefits more.
common that dealers will only take advantage of a small fraction of their co-op
advertising dollars, but GWA helps dealers capture 100% of those dollars by
managing the entire process of selecting, planning, negotiating, and placing
media. We'll understand the details of the co-op program to make sure each dealer
maximizes its advertising efforts.
a normal course of business, GWA will manage manufacturer deals and incentives
on behalf of each dealer. This ensures that dealers receive all their incentives.
ensures that the dealer ads present a consistent brand message across national,
regional, and local media while increasing brand exposure. By increasing the
number of local dealers who participate in a group program, GWA increases brand
opportunity and exposure.